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Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. [1]
The study also uncovered an influence process that Lazarsfeld called "opinion leadership." He concluded that there is a multistep flow of information from the mass media to persons who serve as opinion leaders which then is passed on to the general public. He called this communication process the "two-step flow of communication". [15]
Opinium is a market research and insight agency established on 7 September 2007. It is headquartered in New York [1] and London. [2] Its chief executive is James Endersby. [3] The agency works across five practice areas: Brand & Communications, Product & Service Development, Stakeholder Research, and Thought Leadership. [4]
The Global Leadership and Organizational Behavior (GLOBE) Project is an example of cross-cultural leadership research, as it aimed to compare leadership ideals in various countries and regions. However, it looked at leaders operating within their own culture, rather than across culture. [ 146 ]
John Lapinski (November 26, 1967) is the Robert A. Fox Professor of Political Science, Faculty Director of the Robert A. Fox Leadership Program and the Director of the Penn Program on Opinion Research and Election Studies (PORES) at University of Pennsylvania.
While the "two-step" process regarding public opinion influence has motivated further research on the role of influential persons, a more recent study by Watts and Dodds (2007) [21] suggests that while influentials play some role in influencing public opinion, "non-influential" persons that make up the general public are also just as likely (if ...
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